Seton Hall University Libraries: Interactive Marketing / Web 3.0: Web 3.0/Marketing Management

Web 3.0/Marketing Management

In this section of resources, you will find information on marketing management.

You may be prompted to log-in with your Seton Hall University credentials for these resources, but all are free and accessible for your use. If there are any issues with accessing these materials, please contact Professor Farfan or Librarian Chelsea Barrett.

Required Reading

De Swaan Arons, M., van den Driest, F., & Weed, K. (2014). The Ultimate Marketing Machine. Harvard Business Review, 92(7/8), 54–63.
Joshi, A., & Giménez, E. (2014). Decision-Driven Marketing. Harvard Business Review, 92(7/8), 64–71.

Bonus Articles

Dawar, N. (2013). When Marketing Is Strategy. Harvard Business Review, 91(12), 100–108.
Davenport, T. H. (2013). Analytics 3.0. Harvard Business Review, 91(12), 64–72.
Edelman, B. (2015). How to Launch Your Digital Platform. Harvard Business Review, 93(4), 90–97.
lansiti, M., & Lakhani, K. R. (2014). Digital Ubiquity: How Connections, Sensors, and Data Are Revolutionizing Business. Harvard Business Review, 92(11), 90–99.
Kim, W. C., & Mauborgne, R. (2015). Red Ocean Traps. Harvard Business Review, 93(3), 68–73.
Nichols, W. (2013). Advertising Analytics 2.0. (cover story). Harvard Business Review, 91(3), 60–68.
Ladik, D. (2011, November 7). Market Orientation (plus Market Driven vs. Market Driving).
Ming Zeng. (2018). Alibaba and the Future of Business. Harvard Business Review, 96(5), 88-96.
Rigby, D. (2011). The Future of Shopping. Harvard Business Review, 89(12), 64–75.